Car no. 95 will be the "getaway car" for a "nation of outlaws," says Dish CEO.

When Dish released its ad-skipping Hopper DVR last year, Fox and other broadcasters brought out the big guns: copyright lawyers. Last week, the conflict escalated—Fox says the 2013 version of the device, which allows users to move recorded content to iPads, also violates copyright law and must be blocked. The judge Fox is arguing to has already refused to block an earlier version of the Hopper from the market.

Now all four major broadcasting networks are refusing to air ads for Dish services. Regardless, the satellite TV company is pursuing some creative ways to get its name in front of potential customers, including sponsoring a car in yesterday's Daytona 500 NASCAR race.

Dish pumped up the sponsorship on Saturday, with company CEO Joe Clayton chiming in with plenty of automotive references. “The Hopper is in the pole position as the fastest in the consumer technology race," said Clayton. "FOX is trying to hold up traffic. You can’t stop the future.”

He continued: “Everybody skips commercials, and if FOX, CBS, ABC, and NBC think that’s illegal, well I guess that makes us a nation of outlaws. We might as well make the No. 95 car the DISH fans’ getaway car in what is sure to be an exciting race on Sunday!”

The car, owned by Leavine Family Racing and piloted by "up-and-coming" driver Scott Speed, finished 23rd.

The Daytona 500 race drew 10 percent of the national US television audience, according to early viewing statistics published by USA Today. In some Southern markets, where NASCAR viewership is strongest, the event grabbed more than 20 percent.

Considering the fact that the four major networks got exactly ZERO Emmy nominations for drama in 2012, they should be thinking ahead a bit and should be grateful that anyone is watching their shows under any circumstances.

I wish I didn't live in a climate that rained so much or I'd switch to Dish just to support the cause.

Look on the bright side. Maybe this will all turn so ugly that we'll just give up, raise our arms in disgust, and while doing so, grab a good book of the bookshelf. At least I can share mine with my neighbor without breaking some law.

I haven't watched a commercial since I bought my first Tivo more than ten years ago. Of course the Tivo merely removes the difficulty involved in managing the number and duration of my trips to the bathroom, kitchen, etc. (which at times did result in my having to watch a commercial on occasion).

Did the broadcasters ever attempt to ban the television remote control?

I'm not sure I'd ever switch to dish (kinda stuck with DirecTV if i want Sunday ticket for football) but I have to give them credit for doing some very interesting things with the Hopper.

Recording multiple shows at once with a single tuner by recording the entire transponder and parsing it later which is how their Primetime anytime works and then taking the next step of automatically skipping the commercials for you.

I'm enjoying the humor of DISH sponsoring a NASCAR team to get their name out in front of audiences for a product that removes advertising. And double the fun for the networks refusing the ads in the first place.

I have the Hopper. It only automatically skips commercials for the "Prime Time Live" shows (4 major networks from 8pm-11pm). So I assume Dish can still run commercials on every other network. Which is good for them because who watches the big-4 networks, anyway?

Look on the bright side. Maybe this will all turn so ugly that we'll just give up, raise our arms in disgust, and while doing so, grab a good book of the bookshelf. At least I can share mine with my neighbor without breaking some law.

I haven't watches a commercial in years, unless you count fast forwarding when I used to use a VCR. I record my shows on my pc and use a script to remove commercials. I then stream it to my tvs, computers, and phones using PLEX.

In the book, Hadden (the rich guy in the movie) made his fortune by inventing a device called AdNix -- which skipped or deleted commercials in real time. (The idea of tech that could do this back then was fictional -- but its amazing how reality sometimes follows science fiction.)

Can the TV networks arbitrarily refuse to run ads just because they don't like the product? Can Dish petition the FCC to revoke their licenses for not operating in the public interest, while using our spectrum? (Spectrum is a limited natural resource, and must be managed in the best interests of the people.)

Look on the bright side. Maybe this will all turn so ugly that we'll just give up, raise our arms in disgust, and while doing so, grab a good book of the bookshelf. At least I can share mine with my neighbor without breaking some law.

What's to stop DISH from going to local cable affiliates and paying for the ads that way?

You mean asking their competitors to run an ad that encourages viewers to drop the competitor's service? I can't think of any reason why they'd be refused!

You realize this happens ALL the time right? Channels advertise on other channels constantly. Service providers advertise on channels that, by the nature of TV, are shown through other service providers.

DISH is really moving in the right direction. Pushing TV to mobile devices is really want people have wanted for a long time, but the networks and the content producers have fought it tooth and nail. Eventually this has partially resulted in the increase of casual piracy and the popularity of streaming video. To date, there really has not been a good way to do it unless you want to rip and encode it all yourself.

I think DISH might be pushing a little too hard and may end up in a ultimately poor position though. Even so they are taking steps in a desirable direction.